Nextiva Releases Essential Guide for Customer Experience Leaders
On October 21, 2025, Nextiva introduced a new book titled “Winning the Customer Experience Race,” authored by Edwin Margulies. This resource is designed to assist customer experience (CX) and information technology (IT) leaders in navigating the complexities of integrating artificial intelligence (AI) into their operations. The guide provides a structured framework, cross-industry playbooks, and actionable data practices aimed at maximizing the effectiveness of AI in enhancing customer interactions.
The demand for effective customer experience strategies has become increasingly urgent. A recent survey conducted by Nextiva involving over 1,000 CX leaders revealed that while 92% of respondents had adopted AI technologies, only a mere 9% reported having mature AI programs in place. Additionally, many CX teams are currently managing an average of six different tools, underscoring the necessity for a more consolidated approach. Notably, 81% of leaders believe that integrating customer data into a unified system would significantly enhance CX. Despite recognizing the importance of seamless transitions between AI and human agents, 90% of respondents reported challenges in minimizing friction during these interactions.
Key Insights from the Guide
The book is structured into chapters that follow a consistent format, enabling readers to focus on their specific industry challenges while also drawing insights from other sectors. Each chapter outlines critical automation opportunities, common business hurdles, and relevant use cases tailored to various industries. This format allows teams to utilize the guide non-linearly as a practical planning tool rather than a linear read.
Among the early endorsements of the book are notable figures such as Mark Harris from KinISO Software, CX consultant and author Adrian Swinscoe, and telecom expert Ray Horak. Yaniv Masjedi, Chief Marketing Officer at Nextiva, emphasized that leaders are seeking reliable pathways to achieve tangible outcomes in the rapidly evolving landscape of agentic AI. The guide aims to facilitate the integration of customer interactions and data, ultimately enhancing team efficiency and customer satisfaction.
Practical Applications and Industry-Specific Examples
The guidance provided in “Winning the Customer Experience Race” is both concrete and actionable. It includes a decision-making rubric focused on where automation is most beneficial, allowing teams to assess factors such as volume, complexity, and emotional engagement. The book stresses the importance of maintaining human involvement in high-emotion, high-complexity interactions.
Furthermore, it highlights the significance of centralizing interaction data at the point of engagement to improve AI accuracy and agent effectiveness. Readers are encouraged to adopt a systematic approach by auditing workflows, starting with repetitive tasks, and continuously measuring outcomes through analytics and feedback loops.
The book features numerous cross-industry examples, including applications in sectors such as insurance and healthcare. For instance, real-time transcription and sentiment analysis are shown to enhance documentation and expedite claims processing in the insurance industry. In healthcare, the guide discusses the use of natural language processing (NLP) for coding automation and robotic process automation (RPA) for routine validations, all while ensuring privacy and staff adoption are prioritized.
For those interested in exploring this resource, the first chapter is available for free on Nextiva‘s website, and the complete guide can be purchased for further insights into optimizing customer experience with AI.
About Nextiva
Founded in 2008 and headquartered in Scottsdale, Arizona, Nextiva serves over a million users and manages billions of customer interactions annually through its customer experience platform. The company’s commitment to innovation has been recognized in various reports, including leadership positions in 31 of G2’s Winter 2025 reports, where it achieved top rankings in 13 categories, and being designated a Strong Performer in the 2025 Gartner® Peer Insights™ “Voice of the Customer” for Contact Center as a Service (CCaaS). For more information, visit nextiva.com.
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